Generali Worldwide, International and Pan Europe
Brochure websites with a cross-brand CMS for this leading Offshore Financial Services Company
Ranked 21st largest company in the world by Fortune Magazine, Generali truly is a global brand. We’ve worked with them since 1998 to ensure their offshore group companies deliver compelling, engaging online experiences whilst respecting and adhering to the parent’s brand guidelines.
Generali Worldwide, Pan Europe and International together comprise the offshore arm of the Generali Group. Headquartered in St. Peter Port, Guernsey and Navan, Eire they offer a complete range of personal and corporate financial products. Typically selling via intermediaries their online service is principally for existing customers to gain secure access to their plan details and for potential customers to obtain additional information on the product range prior to acceptance.
Historically big financial service provider brands have emphasised their size, strength and longevity. This approach doesn’t communicate well and tends to remove them from the real world of their customers, to the extent that a trust gap emerges, which many brands struggle to successfully address.
After several years of working with Generali we revitalised their online brands. We began by undertaking customer research, conducting an online survey, speaking to numerous stakeholders and developing an in-depth user profile of typical customers.
From these we were able to identify a new information architecture, content and image style and to integrate a number of functional upgrades to the custom content management system that we had previously developed.
In devising the brand experience we worked hard to remove the financial services mystique and place it firmly in the real world of its customers. Through this and by communicating in terms the customer understands, Generali have been able to improve the way their clients relate to their money. This achievement has significantly increased the trust that existing clients have in the brand and has had a dramatic improvement in potential clients’ appreciation of the company’s ethos in their investment selection process.
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